Shaw’s premium fiber brand, Anso® nylon, announces the launch of a comprehensive, retailer-benefitting campaign beginning January 2010. The campaign, named, “Anso? Hope so.”, will include extensive retailer support and incentives. The campaign creative features individuals experiencing dramatic real-life spills, which poses the question, “Anso? Hope so.” The creative copy touts new Anso nylon limited lifetime stain and soil and limited lifetime pet stain warranties. According to Mike Leary, Shaw’s director of Anso nylon, the campaign delivers powerful and relevant materials to Shaw customers by embracing the changing behavior of today’s consumer, in a marketplace where performance, durability and value are key to success.
The campaign development and warranty restructure is rooted in consumer research, according to Leary. Shaw’s 2009 research results revealed a significant increase in the importance of warranty to the consumer. Additionally, the research showed that consumers rank quality and durability among the top important attributes when considering a flooring purchase. To answer the rising demand for performance and robust warranties, Shaw introduces a transferable, non-prorated, stairs included and labor-inclusive limited lifetime stain and soil and limited lifetime pet stain warranty on all Anso nylon products.
“In the past, Anso nylon has focused its messaging around style, design and sustainability,” said Leary. “The Anso? Hope so.” campaign not only highlights these important attributes, but the campaign evolves with the ever-changing consumer mindset as it presents Anso nylon carpet as long-lasting, stain-resistant and real life friendly. And the proof is in the warranty. We’re pleased to bring this message forward in store with attention-grabbing graphics, enhanced retail sales associate incentives and invaluable tools—all dedicated to assisting Shaw retailers in closing more sales. We are simplifying and amplifying the message of Anso nylon with campaign components tailored for the success of Shaw customers.”
Cornerstone to the year-long campaign, Shaw will be providing many valuable closing tools to its retailers. Components include the following:
· Introduction of Limited Lifetime Stain and Soil and Limited Lifetime Pet Stain Warranties
· Updated Capture the Spirit Retailer Sales Associate (RSA) program
· “Anso? Hope so.” Consumer Brochures
· Shaw Warranty Brochure (one brochure for all Shaw warranties)
· Shaw Warranty RSA Pocket Guide
· Limited Lifetime Warranty Product Clip on tags
· “Anso? Hope so.” In-store POP Kits (Banners, posters, product clips and more)
· Torture Test to be announced January 7, 2010
· Post-torture test in-store support
“It’s time to powerfully communicate the durability story of Anso nylon with realistic and attention-grabbing graphics and product performance facts that support the message,” said Kathy Young, Shaw’s director of creative services. “We have listened to Shaw customers and studied our consumer research. From Shaw’s patented R2X stain and soil repellency, to SoftBac backing system, to the new limited lifetime warranties, Anso nylon is a win for all of us—and we’re giving our customers the tools to make it a great 2010.”
“Anso? Hope so.” brochures and POP are available starting January 1 on ShawAdSource.com. For further details on the campaign, please contact your local Shaw territory manager.